Beyoncé Bought Moët Hennessy’s Stake in SirDavis Whisky

Beyoncé has taken full control of SirDavis American Whisky after buying Moët Hennessy’s stake in the brand, ending a joint venture that brought together one of the world’s largest luxury drinks groups and one of the most influential figures in popular culture.

LVMH, the French luxury company that owns Moët Hennessy, confirmed the sale on Monday in Paris, following earlier reports in trade publications. The company did not disclose the size of the stake it sold, the price of the transaction or any information on sales, volumes, valuation or profitability.

The deal changes the ownership structure of a whiskey label that was developed with Moët Hennessy and launched in 2024. With the buyout, SirDavis moves from a shared venture to a brand fully controlled by Beyoncé, giving her sole authority over its strategy, distribution and future expansion in the United States and abroad.

The brand had been presented as a long-term collaboration. Trade reporting on the transaction said the two sides had worked together on SirDavis for several years before its release and described the project as a partnership spanning creation, development and launch. In a brief statement cited by industry outlets, a SirDavis spokesperson said the brand was beginning a new independent chapter and that Knowles-Carter was taking full ownership and control.

Neither Moët Hennessy nor representatives for the brand gave a reason for the change in ownership. LVMH declined to provide further details when confirming the transaction. That leaves unanswered why Moët Hennessy chose to exit an American whiskey brand that it had helped build from the ground up and had continued to expand into new markets.

SirDavis entered the market at a time when celebrity-backed alcohol brands were becoming a regular part of the spirits business. Large drinks and luxury groups have increasingly used celebrity partnerships to reach younger consumers, build premium positioning and create brands with immediate global recognition. LVMH itself has experience with that model through its relationship with Jay-Z, Beyoncé’s husband, in Armand de Brignac Champagne.

SirDavis was positioned as a premium American whiskey and drew part of its identity from Beyoncé’s family history. Trade reports said the name refers to her great-grandfather. When the bottle was introduced, it was first distributed in the United States and the United Kingdom through retail channels, with selected airport placements in the United States. The suggested retail price was reported at $89 in the American market and £79 in Britain.

Moët Hennessy later widened the brand’s reach. In April 2025, the company extended SirDavis into Asia’s global travel retail market, adding an important channel for premium spirits that depend on visibility with international travelers. That expansion was accompanied by a digital marketing campaign in the region.

The sale means those next decisions will now be made under Beyoncé’s control alone. For celebrity founders, full ownership can offer more freedom over brand identity, product development, partnerships and the pace of geographic expansion. It can also allow a founder to keep a tighter hold on long-term value if a brand grows. At the same time, leaving a large corporate partner can raise practical questions about distribution support, logistics and access to international sales networks, especially in a category as competitive as American whiskey.

The transaction also comes as major drinks companies continue to review their portfolios carefully. Spirits groups have been under pressure in several markets from slower consumer spending, cautious retailer inventories and uneven demand for higher-priced bottles. Companies have responded by focusing more sharply on brands they see as core, while looking harder at ventures that may take longer to scale. LVMH did not connect its decision on SirDavis to any broader portfolio review, and there is no public financial data on the brand that would show how it performed under the partnership.

Moët Hennessy’s own recent results had shown some improvement. According to trade reporting, the division posted a second straight quarter of revenue growth in 2026, with a 5% increase in the second quarter after a similar gain in the first. Even so, the company’s decision to leave SirDavis suggests that growth in the wider portfolio did not automatically guarantee a long-term role for every new brand inside the business.

For Beyoncé, the buyout gives her full ownership of a label that was built around her name, story and audience from the beginning. For Moët Hennessy, it marks an exit from a branded American whiskey project that had been part of a broader push to connect luxury drinks with celebrity entrepreneurship.

What remains unclear is how the change will alter the brand’s next phase. No new distribution plan, production update or product expansion has been announced. The parties have also not said whether the current markets, pricing and travel retail strategy will remain in place under the new structure.

What is known is that SirDavis is no longer a joint venture. After roughly two years on the market, it is now wholly owned by Beyoncé.